Natura invited us to repurpose one of their most traditional brands. From the tone of voice to a complete visual system and new art direction, we needed to modernize and connect to the master brands essence: the relationship with nature.
Exploring and experimenting with nature we found ambiguous forms and shapes open to imagination just like a baby could pick and sense them. A flower could be a heart, a shell could become a house and a leaf could be a cloud. We amplified the brand’s dialogue by portraying the baby outside of a passive position inside a bedroom and took them to the open space, interacting with their surroundings. Inviting the photographers to portray their own family, Natura Mamãe e Bebê ended up with an imagery deep and sensible to create a fresh and meaningful art direction.
Copywriting, Graphic Design and Art Direction @ Pharus Design - 2018
